The SHHH Campaign
Bringing soothing relief to a new generation
Ashton & Parsons has been a trusted name in teething relief for over 150 years, offering a traditional herbal remedy that parents rely on. After a period of low production, the brand was acquired by Alliance Pharma in 2011 and relaunched in 2013 by Ideas + Outcomes regaining a strong foothold in the market.
The challenge
A product with an iconic past, Ashton & Parsons' teething remedy was familiar to those parents who remembered it. With distribution improving, the next step was growth – introducing Ashton & Parsons Infants' Powders to new parents unfamiliar with the brand. The challenge? Reaching and influencing a constantly renewing audience in the ever-evolving baby market.
The solution
Understanding that parents instinctively soothe teething babies with a cuddle and a gentle “Shhhh”, we developed a campaign that seamlessly connected this natural moment of comfort with the trusted relief of Ashton & Parsons Infants’ Powders.
A targeted, always-on media strategy ensured the campaign reached new parents entering the teething stage daily, making the most of the budget while minimising wastage.
Multi-channel execution across digital, print, and TV, with 100% of the activity delivered to households with a baby likely to be teething.
Strategic partnerships with two trusted Mother & Baby media channels to strengthen credibility and engagement.
“Parents have always naturally soothed their babies distress with calming cuddles and a reassuring ‘Shhhh’. But when that’s not quite enough, Ashton & Parsons Infants’ Powders are a ‘Shhhh’ in a packet to provide relief from symptoms of teething. The idea is to bring those gentle soothing qualities to life with a beautifully animated ‘Shhhh’, which magically wafts throughout the ads and seamlessly becomes part of the Ashton & Parsons logo, forever associating the name with its naturally soothing qualities.”
- Darren Low, Group CEO, Ideas + Outcomes
The impact
The campaign delivered measurable success, solidifying Ashton & Parsons’ position as the leading teething relief brand:
- Achieved market leadership in the teething category by value.
- Drove significant brand growth throughout the campaign period.
- Strengthened brand perception as the trusted partner for teething relief, supported by its heritage, efficacy, and parental trust.
A campaign built on a simple, powerful insight – helping new parents discover a brand that has been soothing babies for generations.